AARP Ads Highlight Older Hispanic Audience

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Nonprofit membership organization AARP released its first ad campaign for AARP Segunda Juventud, the bilingual health, finance and lifestyle magazine.

The print and online effort is the first ad campaign to focus exclusively on U.S. Hispanics older than 50.

"Our goal is to increase awareness of an extremely desirable group of affluent Hispanics that is being ignored in the marketplace," said Peter Zeuschner, advertising sales manager at AARP, New York.

The campaign, created by GSD&M, Austin, TX, targets media decision makers, ad agencies and clients. The standalone ads run in Marketing y Medios, Hispanic Market Weekly, Hispanicad.com and The Advertiser. They will highlight the purchasing power of this 6.2 million-plus Hispanic demographic.

The ad campaign is an extension of Segunda Juventud's promotional efforts, which include events, direct mail and public relations, to reach a demographic that spends $119 billion yearly.

Segunda Juventud's editorial coverage includes articles on leading Hispanic personalities, trends, entertainment, travel and leisure. The biweekly title launched in 2001 and has a circulation rate base of 400,000. AARP is a nonpartisan membership organization that helps people 50 and older with security and protection.

This campaign will tap a sub-segment with potential. It started in May and runs through year's end.

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